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The Brand Experience Playbook For 2019

Create A Customer-Obsessed Brand Experience

In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

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  • Report Deliver Valuable Media And Customer Experiences With Valuable Content

    November 3, 2017 | Ryan Skinner

    Today's customers have never had richer options when it comes to accessing media and information from anywhere, on a variety of devices. But with great power comes great ability to avoid unwanted...

  • Report Take This Four-Step Approach To Branded Video

    Online Video Is Powerful But Only When A Clear Strategy Precedes Production Decisions
    May 6, 2016 | Ryan Skinner

    Today's customers rely more than ever on content — from brands, from peers, from experts, and even from strangers — to decide what products they need and what products they should buy. When it...

  • Report Case Study: Unilever Designs Content Around Customer Interests, Not Products

    The All Things Hair Program Reinvents Brand Marketing To Address 11 Billion Annual Hair Care Searches
    September 22, 2015 | Ryan Skinner

    The world's third-largest consumer packaged goods (CPG) company does not radically change how it goes to market often; this case study explores how Unilever did just that. It began when the CPG...

  • Report Drive Returns With Adaptive Content Promotion

    Marketers Deploy Flexible Paid Promotion Budgets Behind Earned And Owned Content To Drive Awareness, Advocacy, And Sales
    September 23, 2014 | Ryan Skinner

    The big preplanned media buy for product- or brand-centric messages is seeing increasing competition from a nimbler creature: granular media buys for branded or earned content. Here, marketers pay...

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